TRL was a defence electronics specialist when it joined forces with US defence giant L-3. Now it’s much more complicated. We’ve helped them define the new brand and build sales tools that hit the mark.
Growth and change go hand in hand with success but they're not without their obstacles. L-3 TRL underwent a rapid transition from products provider to systems provider to entire defence solutions provider. So the first thing we needed was to clarify what the new brand should be promising. We gathered everyone who mattered for some very enlightening workshops.
Innovation. Performance. Security. This simple positioning statement became the anchor for all new activities - perfectly encapsulating who they are, what the market expects, and where they want to go. On this sturdy platform, we built consistency into the brand as well as a whole new strategy for their sales collateral: clear, benefit-driven brochures supported by a very helpful website.
L-3 TRL knows what they're offering. Their sales people know what they're selling. And customers still see the bigger picture - that this new company has history, corporate strength and serious financial muscle. Initial signs are excellent that the new brand is paving the way to more success.